LONDON — Jonathan Saunders has been named chief creative officer of Diane von Furstenberg Studio, effective immediately, the company said today. Saunders will be responsible for the overall creative direction of the brand, and he will report to chief executive officer Paolo Riva.

“Jonathan’s extraordinary passion for colors and prints, his effortless designs, and his desire to make women feel beautiful make him the perfect creative force to lead DVF into the future,” said Diane von Furstenberg, founder and chairwoman of the company.

“I could not have found a cooler, more intelligent designer and I cannot wait to watch him shine as our chief creative officer.”

This is Saunders’ first official role after shuttering the company he founded in 2003. As reported in December, he stepped down as creative director of his eponymous brand for personal reasons.

He replaces Michael Herz who joined DVF in 2014 as artistic director and spent a little more than two years at the company.

“The spirit with which this brand was founded is incredibly relevant today. I am thrilled to be part of its next chapter,” said Saunders. “Diane has a unique ability to deeply connect with women and I am excited to be working with Paolo on the future of the brand.”

Saunders has been collaborating with fellow British brand The Rug Company, on rugs, runners and cushions and consulting quietly for a variety of brands.